US newspaper group

Under mounting pressure to boost near term earnings, the client undertook a review of its pricing policy across all categories of display and classified advertising.

The review included a category by category analysis of price and volume movements, comparisons of CPMs across different media, and estimated ROIs on adspend for major advertisers.

The analysis uncovered marked differences in price sensitivity in different categories and resulted in recommendations for a more segmented pricing structure to reflect these differences. The team supported implementation by working closely with sales teams to communicate the pricing changes and prepare pitch materials.